How To Troubleshoot Campaigns And Make Them Successful
How To Troubleshoot Campaigns And Make Them Successful:
It is important to understand that any outbound prospecting campaign is made up of different stages, this means that when you’re looking to figure out a way to make it work, you need to first figure out the stage of the funnel that isn’t working and Only make a modification at that stage of the funnel.
There can exist many different stages in a funnel for different campaigns, so for now we’ll only focus on the stages of the Value approach that we use mostly when we’re prospecting.
STAGE 1: Connection stage ( Cold lead - warm lead)
STAGE 2: Qualified lead stage
STAGE 3: Value video stage
STAGE 4: Viewing rate of the value video stage
STAGE 5: Conversion to meetings.
Between every stage there will be a conversion rate that needs to be calculated, this will be the metric that helps us establish if the work being done at the prior stage is working well.
Between the Connection stage and the Qualified stage, there is the Conversion rate from DM to a prospect becoming a WARM LEAD ( someone who shares with us their email address)
- We’re always aiming for this conversion rate to be at 10% or above !!
Between the Warm Lead Stage and Value video Stage, there is a Conversion rate from Warm Lead to them receiving a Value video ( This helps us see how many warm leads are actually qualified to receive the loom video from the client)
- We aim to have a conversion rate of 50% or more this can vary depending on the client though as some clients may not be looking to get many meetings but are focused on getting the Right meetings AKA meetings with highly qualified leads.
Between the Value video Stage and Viewing of the value video, there is the Conversion rate from the Shared Value video to the videos being viewed ( This helps us keep track of how many videos have been viewed out of all the videos that have been sent.)
- We aim to have the highest conversion rate as possible - 65% or more If it is below that, FOLLOW UP!!!
Between the Viewed Value Video and Booked meeting, there is the Booking conversion rate,
This conversion rate helps us understand how effective the videos that are being shared are converting prospects to a meeting.
- We aim to be converting at a minimum of 22% or more of everyone who views the value video, if this is not being achieved - then the value videos must not be really effective so that’s what we need to work on!
ONE VARIABLE AT A TIME
Before I share any steps that you can take to solve and troubleshoot the different conversion rates of the different stages, I’d like to let you know that you should NEVER EVER make more than one modification at a Stage OR even try modifying many variables at the different stages.
Definition of Variable ( based on what we do): a variable can be any component that can be modified within our prospecting campaign.
Examples: Message, Niche, Structure of loom videos, email structure, channel that we’re prospecting on.
If you’re looking to change something in order to help the campaign perform better, ONLY modify ONE VARIABLE AT A TIME, Keep every other variable CONSTANT, PLEASE!
There is only one exception to this rule, and it only comes if you’ve had a lot of experience which can help you make a judgment that many variables should be modified at once.
Example: You have managed 10+ campaigns and you’ve seen before that a certain niche doesn’t respond often, you’ve also noticed that a certain loom structure doesn’t convert the most people to a meeting, then you can definitely make a suggestion to switch the niche + suggest a new structure to the loom videos!!
At the end of the DAY - Our Northstar ( main goal) is for the campaign to be successful!
WHAT ACTIONS CAN YOU TAKE TO BETTER THE CONVERSION RATES AT EACH STAGE OF THE FUNNEL:
Before we even go more in-depth in the stages, there is one important thing that precedes any conversion rate and it is THE AVAILABILITY OF LEADS ON A CERTAIN CHANNEL.
If you’re prospecting on a channel where you have a hard time locating the group of people that you’re selling to - you have already failed. SWITCH NICHES OR SWITCH CHANNELS.
Channel= Facebook, Instagram, Linkedin, emails, etc
BETWEEN STAGE 1 AND STAGE 2: actions that you can take to improve the conversion from a cold message to someone giving you their email address.
- You can change the message that you are sending to people, you can add more social proof, more case studies, you can even try starting a conversation by asking questions that qualify the prospect before telling them what you specialize in.
- You have the option to Optimize your profile, sometimes your profile might be the reason why a lot of people don’t answer your messages.
- You need to focus on getting a lot of people to see your message and to respond, if no one ever sees your message or Even answers, it will be hard for you to get their email address, SO the solution to this is MORE FOLLOW UP!!
- You can use content to share with prospects who haven’t responded or given you their email address. Use the content in the second, third, fourth follow-ups! This will warm them up and position yourself as someone who can really help them.
- You can try using a different - more bold claim when you’re sending your first message ( instead of saying “ I help people just like you make 10k/month” you can say “ I help people/businesses just like yours generate 10k/month in just two weeks” )
- The last solution is literally changing niches, some markets become sophisticated and numb to the messages that are trying to sell certain services.
BETWEEN STAGE 2 AND STAGE 3: actions that you can take to improve the conversion rates
There aren’t many modifications that you can do at this stage, there are only a few:
- You can strengthen your qualification process, try your best to start conversations with leads that are the best fit. This way if any of them ends up converting and giving you their email address, you’ll be sure to send more value video ( a client will send more value videos to more warm leads if they are all qualified)
- Targeting a niche where most prospects/brands are all qualified for your offer/service.
BETWEEN STAGE 3 AND STAGE 4: actions that you can take to improve the conversion rates
In order to get more people to view the videos that you send over, you can:
- Follow up like a mad man, reminding the warm leads to view the video, of course, don’t say “hey please view the video” make it more implicit, you can make it seem like you’re looking for their feedback, etc
- When following up by email make sure to add more pieces of content in the 3rd, fourth, fifth follow up email ( if you have any at this point), the short pieces of content will warm them up and get them to trust you more and end up viewing your video!
- The last option you can use is to actually give them a short summary of what you went over in the video and letting them know that it is really valuable - and that they might be missing out on something if they don’t view it.
BETWEEN STAGE 4 AND STAGE 5: What can you do to convert more people to meetings?
- The easiest way to do this is by becoming really great at making good value videos/loom videos!
- The videos need to be focused on selling yourself mostly, you can do this by showcasing some case studies, some social proof, some testimonials, etc.
- You need to focus on one thing/ a problem that you see within their business that is the most painful and that can bring them the most important Return on investment if they were to fix it ( Position yourself as someone who can fix it) Don’t get lost trying to educate them on 1000 things, please.
- Your Call to Action in the video should be an invitation for the prospect to join you on a quick 15min call where you would like to share more valuable information and so that you can go more in-depth, tell them that you understand that they are busy so you don’t want to make the video too long.
- You can play with the length of the video - although I suggest that you don’t go under 3minutes when making the video. But you can play between 3-10 minutes of loom videos!
- If you have mapped out your whole service/mechanism that you use to help similar prospects achieve the desired outcome, then you can show it off during the loom video but not too long cause at the end of the day, they don’t actually care about how you do it, they just want to be sure that YOU CAN DO IT!
- Add A call to action on your loom videos